How We Created A $1.8M/Yr Product Administration Course

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Whats up! Who’re you and what enterprise did you begin?

My identify is Ian Lunn and I’m one of many Founding Administrators of Product Focus, a number one international supplier of product administration programs within the UK, US, and Europe.

We offer coaching for product managers and product administration groups, instructing them abilities and offering the instruments to excel in product administration. We additionally overview the product administration roles and processes in corporations to assist them perceive the way to enhance efficiency. We’re all about serving to people and companies ship world-class product administration. Over the previous 15 years, we’ve skilled hundreds of product individuals and at the moment are the European leaders in product administration coaching working a number of programs each week.


What’s your backstory and the way did you provide you with the thought?

My co-founder Andrew Dickenson and I based Product Focus, after seeing so many corporations wrestle with reaching high-quality product administration. We knew they may do higher and that we might assist them to ship world-class product administration. We each had a background in product administration and advertising and marketing, working for a number of international tech manufacturers, together with Vodafone, Orange, Lucent Know-how, Cable & Wi-fi, and Logica.

Having run a number of non-public coaching programs, the primary of our public programs befell in London in October 2006. That course was referred to as ‘Product Administration and Product Advertising and marketing for technology-based merchandise’. Its 9 modules nonetheless kind the idea of a lot of our course choices right this moment.

Startups don’t fail as a result of the product isn’t a terrific concept, however as a result of not sufficient time is put into making them work. After all, that is the most important problem in a startup since you’re at all times in a rush!


We expanded into Europe in 2009, working that very same course within the Netherlands, and grew over the subsequent decade to ship coaching in cities throughout Europe. Highlights embody launching our industry-recognized Product Supervisor certification in 2014, reaching 20,000 subscribers for our product administration assets in 2018, launching German-language coaching in August 2018, and making it throughout the pond to run our first public course in New York in early 2019, finishing our international footprint of coaching throughout Europe, Asia, Africa, and the USA.

Take us by the method of designing your preliminary product

Our product is a coaching course so the principle course of, to start with, concerned arising with the course construction after which fascinated about the workout routines and studying factors we wished to cowl in every of the 9 modules. It didn’t take lengthy to develop the preliminary course, but it surely has matured considerably since then.

The primary few iterations of the course advanced lots as we discovered a lot with every supply about what labored and what didn’t – I at all times say, I believed I knew what I used to be speaking about with product administration but it surely’s not till you begin instructing that you simply notice how rather more there’s to be taught! That was 15 years in the past now although, and since we finalized the course, these 9 modules we selected at the beginning have stayed the identical as a result of finest apply for product administration hasn’t modified. That being mentioned, we frequently overview and evolve the content material as we achieve new perception and analysis from the {industry} – there’s little in product administration that we haven’t come throughout in our 15 years.

The ultimate lesson is having endurance and holding at it. Lots of onerous work goes into constructing any enterprise and sadly, there’s no magic secret. You is likely to be fortunate and have in a single day success however normally, it takes time for issues to have an impact

We’ve created a really secure course providing, offering face-to-face coaching throughout the globe, however when COVID hit, we couldn’t be in lecture rooms anymore. That was the majority of our enterprise so we needed to work onerous to maneuver every little thing on-line and guarantee we have been nonetheless offering the perfect studying expertise for our delegates. It was a giant course of, however we adopted the identical method as we did at first; getting a consumer group collectively of individuals we might bounce concepts off and check out issues out with, then having a free-to-attend pilot course to check issues out in real-time.

As a result of we had all of the content material already, the problem was actually simply attending to grips with the expertise and ensuring it was a fascinating and energizing expertise for the delegates. We have now run the course tons of of instances reside on-line and it has been very profitable.

Describe the method of launching the enterprise.

It was a gradual launch often because each my founding associate Andrew and I have been working as product administration contractors similtaneously getting the enterprise working. Our progress hasn’t been a straight line graph by way of numbers of consumers, but it surely regularly ramped up till a number of years in the past we grew to become an “in a single day success”. I believe we’d reached essential mass; we had longevity, individuals acknowledged our identify and we’d invested lots in constructing our model and a superb fame.

Having a superb web site is essential, so we acquired that sorted early and it’s been a significant device. We constructed the primary web site ourselves utilizing WordPress however have since used the companies of a number of design companies and web site designs.

On the very starting, we tried outbound cellphone calling as a tactic but it surely didn’t work as a result of product managers are very busy. More often than not we didn’t get by to them, however even when they did decide up we have been basically chilly calling and it didn’t go down very properly. We gave up on that technique fairly rapidly as a result of it simply wasn’t an efficient method of participating with individuals on the time.


We focussed lots on constructing our model by content material advertising and marketing, and that is nonetheless our technique right this moment. We produce infographics, journals, webinars, and reviews, making a gift of best-practice steerage and knowledge at no cost. It attracts individuals to us and reveals them that we’re credible, in order that they then think about us after they’re on the lookout for coaching programs.

Our launch was the day the web site went reside however in actuality, it was a low-key affair. Other than telling our family and friends to go to there was not a lot else happening. Over time we’ve constructed our model and fame and now get hundreds of tourists to the location every week.

What we’re discovering now could be individuals who attended our programs possibly 10 years in the past now handle their very own product groups. They’re coming again to us and sending the individuals of their groups by the identical course – it is a terrific testomony to our longevity and has proved that placing within the time at the beginning to refine our providing was price it.

Since launch, what has labored to draw and retain prospects?

I would return to the content material advertising and marketing I discussed earlier than. In return for offering free content material, individuals give us their electronic mail handle, so we will contact them. Some of the necessary issues in our {industry} is holding top-of-mind since you solely want coaching on occasion. When these conversations round CPD and coaching begin taking place, we should be the suppliers individuals consider first. So, ensuring individuals have heard of us and know what we do is important. Having an ongoing electronic mail advertising and marketing marketing campaign has labored properly to draw and retain prospects and we additionally use LinkedIn to attach with individuals within the {industry} which has been helpful too.

When individuals join our free content material they enter an electronic mail nurturing marketing campaign the place over a number of weeks we inform them about all our merchandise but additionally make ideas on free assets which are obtainable to assist them do their job higher. As soon as individuals drop out of the nurturing marketing campaign we ship them a mixture of helpful emails, for instance, about our free webinars or new content material, and every so often an electronic mail about our coaching programs. The trick is to get the steadiness proper between ‘helpful stuff’ and ‘promoting’ so our emails are usually not consigned to the spam folder.

The perfect factor of all, although, has been phrase of mouth. Third-party suggestions actually work properly, so we use Trustpilot and have gotten a lot of nice critiques on there. We additionally create video testimonials from shoppers and delegates who’ve been on our programs which we share on the web site, serving to to construct our credibility. To sum it up, for us it is all about sustaining the model, constructing on our credibility, and staying in contact with individuals. These are our keys to success.


How are you doing right this moment and what does the longer term appear to be?

Earlier than March 2020, we delivered completely classroom-based coaching programs to delegates everywhere in the world. Nonetheless, when the pandemic hit, like many we have been compelled to pivot our enterprise mannequin and transfer all courses on-line. It was vitally necessary to us to have the ability to supply our prospects the identical world-class expertise on-line that they acquired in face-to-face coaching. We carried out consumer analysis panels and saved refining our providing till we have been assured that our on-line providing was offering the perfect expertise doable.

Staying conscious of what your opponents are doing may help preserve you in your toes, stop you from turning into complacent, and reassure you that your providing is the strongest it may be in your prospects.

In terms of face-to-face programs versus on-line coaching, we’ve discovered that one just isn’t higher or worse than the opposite. All of it is determined by what you need on the time, what’s most handy, and what’s obtainable. Now we will supply each on-line and face-to-face coaching programs, offering prospects the comfort and adaptability to decide on how they wish to be taught. That varieties a giant a part of our planning going ahead.

By beginning the enterprise, have you ever discovered something notably useful or advantageous?

It is crucial to get on together with your associate if there are two of you working the enterprise. Fortunately, Andrew and I get on very properly. We typically must compromise however basically, getting on properly together with your associate and trusting one another is crucial.


One other lesson has been to not focus too carefully on one market. After we began, we focussed purely on the world of telecoms and software program, as a result of that was the background that we had. Over time, we discovered that product administration is just about the identical throughout a complete vary of industries – in actual fact, about 80-90% of product administration is similar it doesn’t matter what sort of enterprise you’re in. In studying this, we have been in a position to transfer our providing right into a broader area of interest, which is any enterprise utilizing technology-based merchandise. So it is advisable to continue to learn in regards to the market, as you by no means know what alternatives you might discover, or what ones you might be lacking.

The ultimate lesson is having endurance and holding at it. Lots of onerous work goes into constructing any enterprise and sadly, there’s no magic secret. You is likely to be fortunate and have in a single day success however normally, it takes time for issues to have an impact. There’s a hazard in making an attempt to do issues however not placing sufficient assets into them, after which being disenchanted after they’re not a hit. Startups don’t fail as a result of the product isn’t a terrific concept, however as a result of not sufficient time is put into making them work. After all, that is the most important problem in a startup since you’re at all times in a rush!

What platform/instruments do you employ for your online business?

We use an enormous vary of instruments to systemize and make issues extra environment friendly. They vary from the instruments we use for coaching, like Adobe Join and Zoom, to instruments that we use for financials like Xero, to instruments that we use for electronic mail advertising and marketing, like dotdigital, to instruments that we use for mission administration, like Informal, and a complete vary of different SaaS instruments which are utilized in totally different elements of the enterprise.

Having these instruments in place to ensure we do issues in a constant, high-quality method, is a vital cornerstone of our enterprise. They save us a number of effort and time, permitting us to streamline processes, which in flip provides us area to deal with offering the perfect worth for our prospects.

What have been probably the most influential books, podcasts, or different assets?

There are such a lot of totally different books on product administration, it’s tough to know the place to begin. They’re nice sources of inspiration and we’ve a listing of advisable studying on our web site for individuals within the {industry}.

In terms of beginning a enterprise, properly, I’ve been in enterprise for over 30 years, and startups for round 15 years and, to be trustworthy, the perfect inspiration comes from private expertise and the community of contacts I’ve constructed. There’s a complete world of assets on the market, all stuffed with helpful data, however I’ve at all times discovered the individuals round me to be probably the most influential for my concepts.


Recommendation for different entrepreneurs who wish to get began or are simply beginning out?

My greatest piece of recommendation is to maintain on prime of your funds. It’s all too straightforward to lose monitor of your books if you’re busy and distracted with tons of of issues taking your consideration. However, taking the time to know what you’ve acquired coming in and going out will at all times be time properly spent.

Additionally, being open and trustworthy together with your prospects, buyers, and suppliers is essential. Nice customer support ought to underpin every little thing you do and you may by no means go unsuitable with treating individuals as you want to be handled your self.

Lastly, doing a little bit of competitor evaluation from time to time will be actually beneficial. Some companies shrink back from their opponents as they will discover it distracting, however, really, you possibly can be taught lots from them. Staying conscious of what your opponents are doing may help preserve you in your toes, stop you from turning into complacent, and reassure you that your providing is the strongest it may be in your prospects.

The place can we go to be taught extra?

You probably have any questions or feedback, drop a remark beneath!


Ian Lunn
Founding father of Product Focus

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